Research for music video: Andrew Goodwin's Theory

Andrew Goodwin’s theory on music videos can be summed up in a number of different points all of which link back to his theory that a traditional narrative analysis does not apply to music videos. He has built this theory around the fact that music videos approach narrative from a very different angle than that of films and books. He believed that the reason behind this different approach o narrative was due to the fact that: a music video is built around the song and a song is not always posed with traditional narrative structure and also the artist tends to look at the camera during the performance as they are trying to make the audience feel more involved.

• Some of the main points that Goodwin makes are:
•    Music videos rely heavily on repetition.  Repetition is often used in the video by repeating images as the lyrics are repeated in the song. The use of repletion  in song not only the video means ha the audience become familiar with the specific genre and therefore the audience with build certain expectations.
• 2.     Repetition of he song on TV, radio and linking say the video with film advertisement and TV-tie ins creates a familiarity of the song for the audience.
• 3.     Music videos are very limited in there structure due o it being based on a short song therefore I will only build o a climax or the video will have a constant repetition then slowly fade away.
• 4.     Music videos can be: illustration, Amplification, Disjuncture these are the three types of relations between he song and the video.
• 5.     Some videos are autonomous  from the music, Meaning that the visualization of the song goes beyond it original meaning. Videos can also provide visual pleasure which will encourage repeated viewing from the audience which will promote the music.
• 6.     Also the genre of the music can be recognised as he video will have easily recognizable feature as in the case with pop videos.
• 7.     Lastly videos will try and appeal to the larges audience possible while still trying not to alienate there main large audience.